A fascinating example of behaviour change at the core of product strategy and design at Dyson.
"Dyson’s marketing machine is among the best in the world at telling a story about engineering-driven design. But behind the new V10, there’s something different: Its invention had as much to do with the psychological barriers of its users as engineering. “There’s a perception you need as much run-time as possible,” explained John Mutlow, a senior design engineer on the project. Thus creating the new machine wasn’t just about making a better vacuum—it was about creating a hand-held that gave people the certainty that they wouldn’t need an upright." (Link)